The All England Lawn Tennis and Croquet Club marks the 132nd Wimbledon Championships with its 40th year as Rolex as official timekeeper.
The Swiss watch manufacturer has been official timekeeper at the famous championships since the days of Bjorn Borg and Martina Navratilova.
Rolex, as ever, will be a familiar sight at the tournament this year, but as the tournament gets under way today, the Swiss based watchmaker will be accompanied by a variety of other internationally renowned watch brands, including Richard Mille and Seiko.
Bookies favourite to win the tournament, Roger Federer, will of course be showing off his partnership with Rolex.
Federer has valued his partnership with the Swiss brand for many years and even wore a Rolex timepiece when he beat Andy Roddick to overtake Pete Sampras as the man with most singles grand slam wins of all time back in 2009.
Federer will be joined by fellow male competitors Juan Martin del Potro, Grigor Dimitrov and Milos Raonic as Rolex brand ambassadors at the tournament.
Other notable male partnerships are Novak Djokvic with Seiko, and Rafael Nadal and Alexander Zverev with Richard Mille.
Just last month Nadal won the French Open at Roland Garros wearing a $550,000 Richard Mille timepiece and could be set to do the same again if all goes well for the Spaniard.
The ladies also showing off their partnership with Rolex are Caroline Wozniacki, Gabriñe Muguruza and Angelique Kerber.
Simona Halep, seeded number one at the championships, will also be keen to display her association with Hublot along with fellow competitor Karolina Pliskova.
Audemars Piguet and TAG Heuer are also popular amongst the female players.
Former world number one, Serena Williams has been an Audemars Piguet ambassador for years and will be sure to continue to publicise that at this year’s tournament while Petra Kvitova will represent TAG Heuer at the championships.
Russian star Maria Sharapova was formerly associated with TAG but following her suspension from tennis after a failed drugs test in 2016 the swiss-based company announced they would stop the endorsement.
Despite this, Sharpova’s website says that the watchmaker and the tennis ace remain partners.